Tourism Tasmania / Come Down For Air

In a cluttered domestic tourism market targeting almost the exact same audience, Tasmania, the smallest of Australia’s eight states, needed to find a way to be heard with a media buy a fraction of their competitors. Tapping into the purity of this largely untouched place, as well as its distinctly offbeat people and culture, we relaunched Tassie with a social and digital campaign, Come Down For Air. We celebrated the quirky characters, activities and places that make Tasmania unlike the rest of the country, and saw a 5% increase in bookings over the course of the new platform being in market.